Eye on Retail: Survey reveals what matters most to in-store shoppers
Price is important, but something else is also a critical differentiator for brick-and-mortar retailers.
According to the “State of Consumer Behavior Report 2020” from digital signage and in-store solutions provider Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. More than six in 10 (62%) find store associates helpful.
While 57% of respondents said they would shop more at physical locations for exclusive discounts not available online, 23% said they would shop more if stores provided unique experiences. The omnichannel experience is also critical, especially regarding price comparisons. More than 68% of respondents had searched for a better price online after finding a product at a physical store.
Other key findings include:
• Of respondents aged 18 to 34, 55% prefer to shop online, while 57.5% of those over 35 prefer to shop at physical locations.
• People who prefer to shop at physical locations name the ability to see and touch products as their primary differentiator (40%), followed closely by an enjoyable shopping experience (38%).
• For men, the shopping experience (44%) is more important than the ability to see and touch products (23%). Women feel differently, with 46% prioritizing the physical presence of products and 35% preferring the experience.
• People of all ages who prefer shopping online name convenience as their primary motivator. For young people, access to discount codes came second at 23%, while older shoppers enjoy the ease of price comparison (11%) and transaction speed (11%).
"The findings confirm our belief that brick and mortar is not dying, it's simply evolving and that the retailers who are focused on creating true in-store experiences are positioned to thrive as the retail landscape continues to evolve," said Bobby Marhamat, CEO of Raydiant.
The report surveyed 1,000 U.S. consumers in January 2020.
According to the “State of Consumer Behavior Report 2020” from digital signage and in-store solutions provider Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. More than six in 10 (62%) find store associates helpful.
While 57% of respondents said they would shop more at physical locations for exclusive discounts not available online, 23% said they would shop more if stores provided unique experiences. The omnichannel experience is also critical, especially regarding price comparisons. More than 68% of respondents had searched for a better price online after finding a product at a physical store.
Other key findings include:
• Of respondents aged 18 to 34, 55% prefer to shop online, while 57.5% of those over 35 prefer to shop at physical locations.
• People who prefer to shop at physical locations name the ability to see and touch products as their primary differentiator (40%), followed closely by an enjoyable shopping experience (38%).
• For men, the shopping experience (44%) is more important than the ability to see and touch products (23%). Women feel differently, with 46% prioritizing the physical presence of products and 35% preferring the experience.
• People of all ages who prefer shopping online name convenience as their primary motivator. For young people, access to discount codes came second at 23%, while older shoppers enjoy the ease of price comparison (11%) and transaction speed (11%).
"The findings confirm our belief that brick and mortar is not dying, it's simply evolving and that the retailers who are focused on creating true in-store experiences are positioned to thrive as the retail landscape continues to evolve," said Bobby Marhamat, CEO of Raydiant.
The report surveyed 1,000 U.S. consumers in January 2020.